Social commerce does work; a recent paper from Adobe says as much!

A recent whitepaper published from Adobe underlines the importance of the Facebook Like button. We all know that Facebook is an integral part of many people's lives, and that it has offered businesses an hitherto unseen opportunity to engage meaningfully with potential customers.

But what are the best practices employed by brands that are generating tangible value from Facebook and the "Like" button? This is easily the most widely adopted social Plugin, and you do not need to be a globally recognised brand to reap the benefits.
Social Plugins more effective than your marketing team!
The average Facebook user has 130 friends. If you can persuade a user to share a story about your business on Facebook, then it's not only a great cost-effective marketing tool, but the real magic lies in the fact that is a personal referral from a friend to a friend. This is a significantly stronger sell that if a company is "pushing" a generic marketing message out there. Incidentally, there is nothing more old hat than that, and Facebook users give such marketing strategies very short shrift!

By optimising the Facebook Like button, you can generate significantly increased traffic to your website. Levi's is a great example of this; over 40% of their increased visits came from Facebook after they added the Like button to their website.
Know your customer; then Optimise:
Not only does the Like button transfer the marketing/purchase funnel into a viral loop, but it also enables tracking to a much greater extent than before. By tracking interactions, you can then determine how effective the Like button actually is with regard to engagement and conversion rates. Facebook Insights also enables you to get a better grasp on the demographic profile of those who are engaging with your content.

As with Google Analytics, knowing your customer is the key to optimisation. With the data gleaned from Facebook Insights, you can optimise elements such as the style of the Like button, and where to place it on the page for maximum interaction. The more you target, the more effective the Like button can be for you and your business.

 

 

Comments

Hey Paul,

Spot on. That's exactly what we're trying to do for retailers. Increase product sharing on the frontend and useful analytics on the backend.

Internet Retailer magazine did an article on this last week: http://bit.ly/n7TOwj

Have a good one!